PostBeyond-企业员工支持计划调查报告（英文）-2020.2-29页_336kb

PostBeyond Employee Advocacy Benchmark Summary

Core Content Overview

This report provides insights into the performance of employee advocacy programs across various industries, company sizes, and use cases, based on data collected from 120 programs involving 70,000 employees in 10 countries over 2018. The goal is to help organizations understand how their metrics compare with industry peers and optimize their programs accordingly.

Key Metrics

Adoption

• Definition: The percentage of active users (those who shared content) compared to the total number of enrolled employees.
• Industry Trends:
  • Top 10 Industries: Engineering (85.16%), Consulting (64.81%), Travel & Tourism (67.77%), IT Services (53.00%), Staffing & Recruiting (47.76%), Financial Services (27.14%), Retail (20.49%), Legal Services (79.27%), Professional Services (39.17%), and Education (24.00%).
• Company Size Trends:
  • SMB: 56.23%
  • Mid-Market: 36.60%
  • Enterprise: 61.02%
• Best Practice: Aim for 15-25% adoption initially, as higher adoption rates can lead to misaligned expectations and ROI measurement.

Shares

• Total Shares: 378,801
• Shares per Employee: 61.22
• Desktop vs. Mobile Sharing: 3:1 ratio (desktop to mobile)
• Industry Trends:
  • Management Consulting: 79,042
  • Staffing & Recruiting: 50,702
  • Travel & Tourism: 48,263
  • Financial Services: 45,150
  • Engineering: 42,452
  • Professional Services: 24,639
  • Retail: 23,340
  • Computer Software: 20,576
  • Banking: 14,915
  • Logistics / Transportation: 108
• Use Case Trends:
  • Thought Leadership: 248,407
  • Social Selling: 82,906
  • Talent Acquisition: 28,010
• Company Size Trends:
  • SMB: 47,077
  • Mid-Market: 124,690
  • Enterprise: 207,034

Reach

• Definition: Total number of social connections of all users who shared content multiplied by the number of times content was shared.
• Top Industries by Reach:
  • IT Services: 13,359,935
  • Financial Services: 11,961,706
  • Travel & Tourism: 5,088,541
  • Consulting: 4,635,036
  • Engineering: 2,560,683
• Best Practice: Consider a target of 430 social connections per employee to balance out less active users.

Engagement

• Definition: Interactions (likes, shares, comments, etc.) with content shared by employees.
• Industry Engagement:
  • Travel & Tourism: 62,420
  • Management Consulting: 57,313
  • Financial Services: 51,186
  • Engineering: 35,598
  • Retail: 51,795
  • Banking: 29,835
  • Professional Services: 36,351
• Best Practice: Personalized content increases engagement by 64%.

Earned Media Value (EMV)

• Definition: The cumulative value of shared content in terms of brand exposure, such as mentions, shares, and reviews, converted into a dollar amount.
• Purpose: EMV serves as a leading indicator for ROI and helps benchmark the cost-effectiveness of paid social media campaigns.
• Key Insight: Employee-generated content leads to higher EMV and brand buzz without paid advertisements.

Content

• Branded Content: Makes up 26.75% of content libraries.
• Unbranded Content: Higher performing programs have a higher percentage of unbranded content (industry-relevant, thought leadership, etc.).
• Content Suggested by Employees: 15.86% of content is suggested by employees.
• Content Shared: 99.75% of content is shared at least once, while 0.25% is unshared.
• Best Practice: Ensure content relevance to drive sharing behavior.

Best Practices for Employee Advocacy

1. Personalized Posts:

   • Personalizing content captions increases engagement by 64%.
   • Include relevant keywords and hashtags to enhance relevance.

2. Best Time of Day to Post:

   • The best times are 7 am and 2 pm, with Thursday at 2 pm and Friday at 12 pm also showing strong performance.
   • Use time-based analytics to optimize posting schedules.

3. Gamification and Incentives:

   • Gamification encourages participation and engagement.
   • Incentives such as leaderboards and contests can boost adoption.
   • Example: A Boston-based tech company saw a 86% spike in active users after launching a re-engagement contest.

4. Internal Email Newsletters:

   • Weekly email updates significantly increase user activity.
   • Frequency can vary from daily to monthly, based on user preferences.
   • Example: A global management consulting firm saw strong correlations between weekly email updates and active users.

PostBeyond Influence Index™

• Definition: A cumulative score measuring platform activities such as sharing, suggesting, and personalization compared to other customers.
• Score Range: Out of 100, with higher scores indicating better performance.
• Key Components:
  • Admin metrics (license utilization, posts created, email updates, etc.)
  • End-user metrics (shares, interactions, personalization, etc.)
  • Performance metrics (share rate, adoption, user ratios, etc.)

Conclusion

The report highlights the importance of tracking and understanding key metrics such as adoption, shares, reach, and engagement to evaluate and optimize employee advocacy programs. Personalization, timing, gamification, and internal communication are critical best practices for increasing participation and impact. The PostBeyond Influence Index™ offers a comprehensive way to benchmark performance against industry standards. By following these insights and best practices, organizations can improve their employee advocacy initiatives and achieve better results.